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The purpose of marketing is to ultimately generate sales. Whether you are building a brand or coordinating a one time sale, it is important that you cover all the bases to be effective. If you are selling a product or a servic

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

e, on the web or over the counter, the five essential steps for effective marketing is a check-list to make sure that you are maximizing the return on your efforts.

1. Features
Define the features of the product or servi

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ces that you are promoting. Be specific, concise and accurate in your summary of the features. Imagine that you are developing your list of features like the list of ingredients for the side of a cereal box, or the list of har

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

dware requirements for a software application. The list of features should be easy to locate and easy to understand. The list of features should not be flamboyant or contain promotional “puffery”. It should be concise and cont

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ain substantive information. Demonstrate respect for your customer’s time by being direct and easy to understand.

2. Advantage
Identify at least one, but no more than three, key advantages of the product or service that

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

you want to promote. Unlike the list of features, statements of advantages are intended to generate excitement. The advantages are typically a subtle comparison between the ‘before and after’, or a comparison to competition. D

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

o not disparage the competition. If you are effective in stating your advantages, the customer will make their own conclusions. Some examples of phrases used in identifying advantage are “fewer calories”, “every day low prices

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

, “longer lasting”, “less filling” and “fresh scent”. These advantages may or may not be the related to the primary features or functions of your product or service, but the advantages can set you apart.

3. Benefit
It is

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

important to identify the customer value to be realized by the advantages of your product or services. The list of features details the item. The advantages identify why yours is superior. The benefits statement makes it pers

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

onal. In some cases the benefits may be implied, For example, “fewer calories” implies weight loss, an obvious benefit for many customers. If the customer benefits are not inherently obvious, then it is good practice to state

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

the benefits. This is especially true if you are selling services. For example, help the customer identify that “training and educating employees” may result in benefits like “better sales” or “increased productivity”. Keep th

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

e customer perspective, “You can buy at low prices here” is better than “I can sell to you at low prices”.

4. Image
If your marketing includes advertising or web content, it is extremely important to use appropriate imag

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

es. The text of your marketing material creates an impression and an emotional response. The images or pictures used in your marketing will be remembered. To be highly effective, use images that portray your product or service

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

with complimentary text (features, advantages and benefits). Some common mistakes are not including a picture of the product, or using cartoons in conjunction with professional services. An effective method is to use pictures

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

that convey lifestyle associated with your product. For example, pictures of athletes for sport drinks, cityscapes convey large scope, images of people enjoying the use your product. Proper use of images can gain immediate att

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ention and make a lasting impression.

5. Offer
Also commonly referred to as the “call to action”, make sure that your marketing material entices the customer to follow-up by asking for the sale. Effective Offers typicall

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

y include a price, a place to purchase, and a compelling reason to ‘act now’. Limited time promotions, coupons, “while supplies last” and “for a limited time only” are compelling reasons to take advantage of the benefits promp

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

tly. Your marketing material may be your one opportunity to reach that customer, so use it wisely and ask for the sale.

Make a personal checklist and review your marketing material, brochures, ads and web content. Once you ha

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ve reviewed your own materials, compare to your competition and commercials to see who is using the Five Essentials to Effective Marketing. Once you have successfully covered all of the bases, you will see your marketing effor

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ts and web site transform into self-fulfilling sales.

For more suggestions on marketing, leadership, management skills and organizational development, please visit Executive Blueprints and the Institute for Advanced Leadershi

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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